How to Create Ads That Move People to Action

Want a faster, better way to optimize your ads? Did you know that focusing on customers' emotions can help?

To explore how to use emotional messaging to move people to action, I interview Talia Wolf.
More About This Show
The Social Media Marketing podcast is designed to help busy marketers, business owners, and creators discover what works with social media marketing.

In this episode, I interview Talia Wolf. She's the founder of GetUplift, an agency that specializes in conversion rate optimization for websites, landing pages, and advertisements. Her course is called Emotion Sells: The Masterclass.

Talia explains how to research customers' emotional connection to your product and why applying your findings improves conversions.

You'll also learn how to stand out with different types of ads, color psychology, and emotional imagery.

Share your feedback, read the show notes, and get the links mentioned in this episode below.
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Here are some of the things you'll discover in this show:
Emotion in Advertising
Talia's Story
In 2007, Talia got her start in conversion optimization by mistake. At a social media agency, she worked with big local brands that focused on likes, engagement, and comments. When she asked these brands about their goals for leads and sales, they rarely knew the answer. To help increase conversions, she changed the Facebook ads and landing pages, guessing what would work.

When Talia learned that an entire industry is devoted to optimizing ads, landing pages, websites, and funnels, she began finding out more about it. The more she learned, the more she loved it, which led to her starting a conversion optimization agency in 2010. For the first few years, she had to convince people to spend more money on optimizing current assets than on buying more ads and traffic.

Talia's struggles to prove her value and get results inspired her to abandon her intuitive approach to conversion optimization and develop a process based on emotion and psychology. The process quickly improved her results. Within weeks, her client conversions doubled, and some even improved tenfold. She also began attracting more clients.

Today, Talia runs GetUplift and helps companies optimize their websites using emotion and psychology. She also teaches her process through her masterclass. Talia teaches how to identify your customers' emotions in order to understand why people buy from you. She also explains how to apply what you learn to increase conversions from ads, landing pages, and so on.

Listen to the show to hear how conversion rate optimization helped improve the sales page for Social Media Marketing World.
How Emotion Helps You Optimize for Conversions
Talia explains the benefits of focusing on customer emotions in order to optimize your ads and landing pages. First, you can save money and time. Because the customer-focused approach helps you find what works faster, you spend less money on testing and refining your ads.

Most companies spend a lot of money driving traffic to their website or landing pages. Often, they spend money changing their ads and targeting, and still don't get the desired results, so they just continue to throw more money at different target audiences. Or they might think of conversion optimization as changing a button or headline, or adding a few more bullets.

Talia says customer-centric conversion optimization is focused on understanding people on a deeper level than demographic details like gender, location, profession, income, devices they use, etc. Instead, you focus on the real challenges and pains that people coming to your website want to solve.

Common marketing tactics don't help customers understand how your product helps them. To visualize this, you're not focused on the customer when you change the color of a button or the way you explain your product's features and pricing. What does help is understanding customers' emotions, pains,